Overview
Lecturer
Iulian Bogdan Dobra
Seminar tutor
Iulian Bogdan Dobra
Type of course
Compulsory
Language of instruction
Romanian
Erasmus language
English
Domain
Marketing - Masters
Field of study
Marketing and sales promotion
Form of education
Full-time
Form of instruction
Class
Credit awarded by
Grade
Teaching methods
Lecturing, Demonstrating, Collaborating (i.e. Classroom discussion, Debriefing, Classroom Action Research), Recitation.
Entry requirements
-
Aims
To provide a methodical approach to the identification, collection and evaluation marketing mix and strengths and weaknesses of a company.
To exploit the strong points of a company and avoid the difficulties where they cannot be corrected.
-
Course contents
Chapter 1. Definition, role and objectives of auditing;
Chapter 2. The Topic Of Marketing Audit
Chapter 3. Marketing Audit And Strategic Plan
Chapter 4. Marketing Audit And Product Officer
Chapter 5. Marketing Audit And Product
Chapter 6. Marketing Audit and Price Policy
Chapter 7. Marketing Audit and Communication
Chapter 8. Marketing Audit and Distribution
Chapter 9. Marketing Analysis Of Suppliers
Chapter 10. Preparing the Marketing Audit
Learning outcomes
On successful completion of this course, students should be able to:
• Explain the nature, purpose, scope and the role of the marketing audit and its regulatory and ethical framework;
• Outline marketing audit’s role as part of overall performance management and its relationship with the external audit;
• Determine how the auditor obtains an understanding of the entity and its environment, assesses the risk of material misstatement and plans an audit of different marketing mix;
Assessment
Verification during semester (i.e. written test) – 60%, Attested applied activities / lab / papers – 40%.
Recommended reading
• Orlando Skelton, (2015), ”The Marketing Audit”, Lulu Press, Inc, Raleigh, North Carolina, USA, ISBN 9781312434523;
• Nicole Lorat, (2009), ”Market Audit and Analysis” GRIN Verlag, GRIN Publishing, Munich, Germany, ISBN 9783640438891;
• Malcolm McDonald, John Leppard, (1991), ”The Marketing Audit: Translating Marketing Theory Into Practice”, Butterworth-Heinemann/Elsevier, UK, ISBN 9780750617062;